• Swindon & Wiltshire Culture
• Thursday February 29 2024
• Author Name: Peter Davison

Bristol Balloon Fiesta boss explains why 2024 events is deflating from four days to three

For nearly half a century Bristol Balloon Fiesta has filled the city’s summer skies with colourful – and often novelty-shaped – hot air balloons, which have become as important a part of ‘Brand Bristol’ as the Suspension Bridge, Concorde, and street art.

Yesterday (Wednesday) festival organisers announced the return of the event in 2024 – but over three days instead of four – blaming the pandemic, bad weather, and increasing costs over recent years.

But the boss of Bristol Balloon Fiesta has told Business Biscuit why reducing the number of festival days does not mean “the wind is blowing in the wrong direction” as the event tries to fill a £100,000 hole in its funds.

“We’re moving Thursday’s Night Glow to the Friday and we’re still keeping mass ascents with another Night Glow on Sunday,” said Ben Hardy, Bristol Balloon Fiesta’s executive director.

“It is important for us to be financially sustainable for many years to come.

“This is about making good efficient changes to a great Bristol institution to keep it going for a long time to come yet because who doesn’t love hot air balloons floating over our amazing city?

“The wind is not ‘blowing in the wrong direction’. There are a number of things that any business would do. And the Balloon Fiesta is no different than any other business would do to try and make sure it’s more sustainable going forward.

“Our business strategy is called soaring to New Heights, which says it all.”

Ben said that even during the pandemic the festival had operated mass ascents – “keeping the spirits of the city alive.”

And he said that during a cost-of-living crisis, the free event would be a welcome attraction for families.

“You can walk in a day’s entertainment while barely spending a penny. The Fiesta board and I are really key and very clear that we want to keep this amazing thing free for many, many, many years to come,” he said.

To keep things fresh, new for 2024 will be a community launch programme. Residents of Bristol will be able to nominate a community space – a local park or school playground – from which a balloon ascent could take place in the week leading up to the Fiesta.

Balloon pilots will also be taking community heroes – again, nominated by residents – on flights over the city.

Ben also called on West businesses to support the event through sponsorship.

“The balloon fiesta is an iconic institution and we would urge West of England based, businesses to come and talk to us – we need your support,” he said.

“We’ve got some great benefits from huge publicity, putting your brand out there through to maybe thanking some employees in a balloon ride – there’s all sorts of partnership packages we can create.

“It supports something that has a major economic impact on our city.”

Information on sponsoring the event can be found at https://www.bristolballoonfiesta.co.uk/get-involved/sponsorship-partnership

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